German director Rolan Emmerich thinks that to change a film's storyline to please Chinese is underestimating the audience in the world's second largest film market.

"I think people should be careful when they change the story only to please the market," he said when promoting his new film White House Down in China recently.

"If they think Chinese people will like the film just because they did that, they are assuming the viewers have bad taste."

China has replaced Japan to become the second-biggest box office territory in 2012, according to the Motion Picture Association of America. Ticket sales reached 10.9 billion yuan ($1.5 billion) by July 1, a 34 percent rise from the same period last year.